I recently read a great post suggesting that you shouldn’t use interns to pitch the media. The post references a recent Forbes.com article on do-it-yourself PR tactics that suggests using an intern to pitch the media. Using an intern to pitch your news is like having an assistant shop for your spouse. It lacks the personal touch and sends the message that you really don’t care.
Now don’t get me wrong, I think interns should get real-world experience from an internship. If your organization is willing to invest the time in training an intern on media relations, participating in phone pitches, proofing and editing their email pitches, and giving them one-on-one coaching throughout the process, then by all means go ahead. Of course, if you had the free time to train an intern on media relations, you probably wouldn’t need an intern to do the pitching for you in the first place. Most of the time (and there are always exceptions), organizations hire an intern to pick up the slack. They think an intern is cheap labor. [Read more…]